The AdForum has released its 2025 Business Creative Report, based on the results of the many awards shows including Cannes Lions, the Epica Awards, D&AD, Clio Entertainment, the One Show, the LIA, Eurobest, ADFEST, Dubai Lynx, New York Festivals, the FAB Awards, the World Luxury Award, Andy Awards, MAD STARS – with the addition this year of the 4As Jay Chiat Awards for Strategic Excellence.
For the first time, the 2025 ranking offers an insight into the best performing campaigns in individual market segments.
The most awarded campaign is Price Packs, created by Serviceplan Germany for PENNY.
Alex Schill, global chief creative officer at Serviceplan Group, commented, “This is a fantastic recognition – not just for PENNY, but for the power of a simple idea, rooted in truth, to travel far. Price Packs started as a campaign for a German discount retailer, but it connected with people and juries around the world. I’m incredibly proud of the team behind it, and thankful to our client for their trust and courage. To me, this validates how we work, what we believe in, and what creativity can achieve when it’s grounded in insight.”
Havas Worldwide India’s The Ink of Democracy for The Times of India is #1 most awarded campaign in APAC.
Other star performers were second place winner, The Great Indian Dunk, created by Leo Burnett Middle East & North Africa for NBA India; and French insurer AXA’s Three Words by Publicis Conseil, Paris, a new financial product created to protect victims of domestic violence. Meanwhile, Amazon’s Five Star Theater campaign, which featured actor Benedict Cumberbatch reading genuine customer reviews, turned user activity on the platform into entertainment. And blending culture and communication was long-form documentary, The Final Copy of Ilon Specht, which won multiple awards for L’Oréal, the AMC Network and McCann Paris.
Heineken and Le Pub’s Pub Museum initiative turned threatened public houses into museums, to save them from closure. Burger King and agency, Happiness Brussels, used the football game EA Sports FC 25 to encourage gamers to play with characters who shared the name Burger, King (or even Berger), resulting in the commentary, “Burger to King”.
